Ship  in  harbour  may  be  safe,  but  this  is  not  what  ship  is  built  for.  Choose  your  des8na8on  .  Dra:  your  route.    

Remember:  Success  is  not  a  des8na8on,  it’s  the  journey.    

Ilkka  O.  Lavas  /  Improce  Media  Oy  at  Aalto  University  2015.  Photo  by  Riza  Nugraha  (CC  BY  2.0)      

Iden8fying  and  evalua8ng  market  opportuni8es.  

 

Entrepreneurial  methods  

Photo  by    Lavas  @  Burma  Sprite  Clone  In  Burma  /  Myanmar  Is  example  of  innova8ve  method.  

Ilkka  O.  Lavas  

•  3  books  about  entrepreneurship  •  Partner,  board  member,  investor  –  PorYolio  of  14  businesses  –  10+  aquisi8ons  done  –  3  exits  

•  Young  Entrepreneur  of  the  year  2009  in  ’Southern  Finland’  

•  35years,  2  boys,  1  wife,    2k+  _  connec8ons,  2k+  linkedin  conns,  2,5k+  twi`er  @lavas    

PorYolio  

EXITed:  

EXITed:  

EXITed:  

Entrepreneurial  Marke8ng:  Agility  

•  Agility  as  a  success  factor?  

•  Lean  Startup  methods  •  What  is  agility?  

Photo  by  Tarja  Ryhannen  Mitrovic  /  Flickr  

h`p://www.businessmodelgenera8on.com/downloads/business_model_canvas_poster.pdf  

MARKETING  IS  A  CONTINUALLY  OPTIMIZING  LEARNING  PROCESS  

Secrets  of  Entrepreneurial  marke8ng  

AIDA  •  A  -­‐  A`en8on  (Awareness):  a`ract  the  a`en8on  of  the  customer.  

•  I  -­‐  Interest:  raise  customer  interest  by  focusing  on  and  demonstra8ng  advantages  and  benefits  (instead  of  focusing  on  features,  as  in  tradi8onal  adver8sing).  

•  D  -­‐  Desire:  convince  customers  that  they  want  and  desire  the  product  or  service  and  that  it  will  sa8sfy  their  needs.  

•  A  -­‐  Ac8on:  lead  customers  towards  taking  ac8on  and/or  purchasing.  

 

Choose  your    Target  Audience  

(Segment)  

A-­‐  A`en8on  (Awareness)  

Marke8ng  message,  Geing  no8ced  (push)  

I  -­‐  Interest:  raise  customer  interest  by  focusing  on  and  demonstra8ng  

advantages  and  benefit    

D  -­‐  Desire:  convince  customers  that  they  want  and  desire  the  

product  or  service  and  that  it  will  sa8sfy  their  

needs.  

A  -­‐  Ac8on:  lead  customers  towards  taking  ac8on  and/or  

purchasing.  

Outbound  marke8ng  

©  Ilkka  Lavas  2012  W3  Group  Finland  Oy  

Inbound  marke8ng  loop  

1.  A`ract  traffic  2.  Convert  visitors  to  

leads  3.  Convert  leads  to  sales  4.  Turn  customers  into  

repeat  higher  margin  customers  

5.  Analyze  for  con8nuous  improvement  

1.  Get  found  2-­‐4.  Convert              5.  Analyze.  

Target  Audience  

A-­‐  A`en8on  (Awareness)  

Marke8ng  message,  Geing  no8ced  (push)  

I  -­‐  Interest:  raise  customer  interest  by  focusing  on  and  demonstra8ng  

advantages  and  benefit    

D  -­‐  Desire:  convince  customers  that  they  want  and  desire  the  

product  or  service  and  that  it  will  sa8sfy  their  

needs.  

A  -­‐  Ac8on:  lead  customers  towards  taking  ac8on  and/or  

purchasing.  

Create  Audience  

Tell  your  audience  (tweet,  facebook,  

email)  

Convert  visitors  to  leads  

Convert    leads    to  sales  

Convert  buyers  to  buy  more  and  create  

recurring  sales  

Collect  Data,  Analyze,  Learn  and  

develop  

Outbound  marke8ng  

Inbound  marke8ng  

©  Ilkka  Lavas  2012  W3  Group  Finland  Oy  www.w3.fi    

Analysis  

1.  Choose  your  segment  

Where  to  start  ?  

The  business  model  canvas  

           Something     Somebody  

Who?    START  BY  THINKING  TO  WHOM    SHOULD  I  SELL  

Customer  Segment  Example  

Finns  in  Finland  5.400.000  ppl  

Customer  Segment  Example  

Finns  living  abroad  400.000  Finns  +  Kids  800.000  Finns  

 United  States    700,000    Sweden    470,000        Canada    131,040    Brazil    90,000  

OFFERING  –  MARKET  -­‐FIT  Case:  Suomikauppa.fi    

Search  For  business  idea  •  Search  for  business  idea  –  Living  abroad  – Need  for  Finnish  food  and  products  –  There  was  no  online-­‐shop  where  you  can  buy  Finnish  products.  

–  Rela8ves  sent  Finnish  Chocolate  Fazer  Sininen  and  Juhla  Mokka  Coffee.  Difficult.  

•  Common  sources  for  new  ideas:  Customers,  Employees,  Friends,  Other  Entrepreneurs,  Magazines,  Seminars,  Common-­‐Life-­‐Problems/Situa8ons  

Product  

Customer  Jobs  

Customer  Pains  

Customers  Gains  

 Is  it  safe  to  order  online?  What  happens  with  the  customs?  How  long  8me  do  I  have  to  wait?  How  much  do  I  have  to  pay?  

I  want  to  have  Finland  –party  for  my  finnish  kids.  I  want  to  teach  my  kids  how  to  make  rye  bread  yourself.  I  want  Fazer  Sininen  Chocolate  Now.  I  need  to  feed  my  babyborn.  Eat  something  luxury  

Happy  family.  Kids  educated  with  finnish  food-­‐culture  Experience    Enjoy  finnish  candies    Safe  milk  for  the  baby  Delivered  directly  to  home  Safe  for  my  kids.  (vs  china)    

Timing  •  We  we  not  first.  There  was  one  pioneer  who  failed.  We  learned  from  pioneer  and  harvested  the  benefits.  

•  Payment  systems?  Online  payment?  •  Are  your  customers  used  to  pay  online?  •  Are  your  customers  willing  to  buy?    •  Do  your  customers  know  of  your  existance?  How  do  I  reach  my  customers?  

•  Do  your  customers  already  recognize  the  need  of  your  offering?  

Be  trustworthy  

•  ”Finland  is  not  a  country,  it  is  a  club.”,  everyone  knows  somebody  who  knows  you.  

•  You  can  sell  easily  once,  but  to  sell  the  second  8me  you  must  have  been  successful  with  the  first  delivery.  

•  Returning  policies  •  Customer  service  •  Good  rela8ons  with  the  customs  •  Import  licences  (US  FDA,  Australia  etc)  •  Export  licences  •  Reliability  even  during  high  peak  seasons  

Be  ready  to  learn  •  You  should  never  become  too  self-­‐assured  that  you  think  don’t  need  to  learn  anything  anymore.  

•  Learning  is  about  the  joy  of  imperfec8on.  •  Listen  to  your  customers,  our  first  400  products  were  from  our  customer  wish  list,  now  more  than  3000  products.  

•  Our  customer  were  more  experienced  than  us  that  they  want  Fazer  Chocolate,  Taffel  Chips  and  Harwall  Jaffa  delivered  to  more  than  100  countries.  

•  We  did  not  think  that  many  Finns  can’t  write  or  read  Finnish  properly  anymore  if  they  have  lived  20+  years  abroad.  

Our  predessor  failed,  and  we  did  learn  

•  1996-­‐1998  there  the  pioneer  with  smaller  offering  at  the  same  market.  

•  They  did  not  meet  the  needs  of  customers:  – Only  30  products  (we  have  over  3000)  – Slow  delivery  (we  deliver  very  fast  and  reliable)  – Service  only  in  Finnish  (we  have  8  languages)  

•  It  was  not  right  8me  to  do  business:  Business  opportunity  Time  window  was  not  open  yet:  – Paying  online  was  not  very  common  

EXPANSION:    CHOOSING  ANOTHER  SEGMENT  

If  we  can  deliver  finnish  products  abroad,  who  else  may  be  interested?  

The  business  model  canvas  

           Something     Somebody  

ELSE  =Different    message!    

MARKETING  IS  CONNECTED  WITH  SALES  

Sales?  

Example  marke8ng  funnel    

Organic  Traffic   SEM  

Visitors  to  Web  Site  Other  Paid  lead  sources  

Raw  Leads  Registered  Visitors  /  coocies  /  emails  /  

retarge8ng  data  

Qualified  Leads  We  know  this  customer  is  about  to  buy  

Inside  Sales  

Closed  Deal  

Marke8ng  

Sales  

1000  -­‐96%  40    

-­‐50%    20      20    

-­‐50%    10  

Other  Cases  

       Living  in  market  turbulence:  Technological  changes  

Turnaround  Print  media  vs  Digimedia  Case  CITY-­‐magazine  

"City  Digital  on  kohderyhmäverkosto,  joka  keski8yy  kaupunkikul8uurin  ilmiöihin,  vapaa-­‐aikaan  ja  viihteiseen.  City  Digitalin  tavoi8amat  käy8äjät  ovat  noin  20-­‐45-­‐vuoBaita  lapse8omia  kaupunkilaisia,  jotka  kulu8avat  rahansa  ja  vapaa-­‐aikansa  itseensä.  He  syövät  tänään  sitä  puuroa  mitä  sinä  haluat  huomenna.  City  Digital  tarjoaa  perinteisen  display  mainonnan  ratkaisujen  lisäksi  asiakkailleen  yhdessä  asiakkaan  lähtökohdista  toteute8avia  sisältömarkkinoinB  toteutuksia,  jotka  medioiden  omat  "naBivit"  tuo8avat.  Kiinnostavat  sisältömarkkinoinB  toteutukset  on  jae8avissa  niin  City  Digital  verkostossa  kuin  asiakkaan  omissa  kanavissa."  

City  Digital  Käyttäjä:  Urbaani  20-­‐45  v  aktiivinen  ihminen  

Miksi  juuri  nyt?  

Digitaliza8on,  iPads,  mobile  penetra8on  is    big  enoug  h`p://www.businessinsider.com  /state-­‐of-­‐internet-­‐slides-­‐2012-­‐10?op=1  

Declining  print  revenues  and  circula8ons.  h`p://www.slideshare.net/annabholm  /wmemc-­‐presenta8on-­‐holm-­‐ulhoi-­‐uliyanova  

Market  Opportunity,  Growing  Market  

1985-­‐2012  

 

 

 

  Business:  print  magazine  

  Area:  HKI,  Tre,  Oulu,  Vaasa,  Turku.  Local  big  ci8es  

Customers:  Local,  Finnish  customers  

Circula8on  200k-­‐450k  

Unique  Visitors  on  website  100k  

  Content  creators:  20  

2012,  2015  -­‐>  

 

 

 

  Business:  Digital  media  family  

  Area:  Finland,  Global  

Customers:  Brands,  local,  Finnish  and  Interna8onal  customers  and  brands    

Circula8on  1100k  

Unique  visitors  8000k  (8M)  

  Content  creators:  150-­‐200  

Never    Give    Up!  

1.  Know  where  you  

are  

2.  Decide,  where  you  want  to  go.  

3.  THEN  GO  

4.  Fail  and  Learn  

4.  Be  be`er  

BUILD  

MEASURE  

LEARN  

How  can  I  start  from  learning    Build-­‐Measure-­‐Learn  or  Lean-­‐Build-­‐Measure?  

 REMEMBER.  

YOUR  MISSION  IS  NOT  MONEY.  

 MONEY    

IS  RESULT  

OF  AWESOME  EXECUTION  

Ship  in  harbour  may  be  safe,    but  this  is  not  what  ship  is  built  for.  

www.improvemedia.fi    Ilkka.lavas@city.fi  Twi`er:  @lavas  Facebook:  IlkkaLavas  Gsm  +358  400  997969  Instagram:@ilkkalavas  

www.unstoppableentrepreneurship.com    www.city.fi/profiilit/lavas/blogi  h`p://www.linkedin.com/in/ilkkaolavas